Software variability is an ability to change (configure, customize, extend) software artefacts (e.g. code, product, domain requirements, models, design, documentation, test cases) for a specific context. Optimized variability management can lead a software company to 1) shorter development lead time, 2) improved customer and improved user satisfaction, 3) reduced complexity of product management (more variability, same $) and 4) reduced costs (same variability, less $). However, it is not easy for software companies, especially small and medium size of enterprises to deal with variability. In this paper we present variability challenges and used practices collected from five SMEs. Our study indicates that increased product complexity can le...